Mapping case study: Renew Maternal Care

Let’s look at how Renew Maternal Care’s brand strategy informs its messaging strategy.

Renew Maternal Care and is a medical clinic with 2 locations in Southeast Asia. Below is its brand strategy, which will inform both its tone of voice and boilerplate.

Renew Maternal Care’s name alludes to both a renewed medical care experience and a renewed soul. It also clearly indicates who it serves by using the phrase “Maternal Care”.

Renew Maternal Care’s tagline is, “Always free. Always for you.” This is based on its functional and emotional benefits. It’s also easy to remember.

Based on its personality, Renew Maternal Care’s tone of voice is professional, kind, informative, and calming. It comes across confident in its advice, yet gentle in its expression. Here is an example of its boilerplate that appears on its website homepage and social media bios:

Founded in 2019, Renew Maternal Care is a medical clinic offering prenatal and postnatal care in Southeast Asia. Our professionally trained medical team is here to support you from conception to delivery. Our goal is to ensure that you feel confident and respected every step of the way. From free ultrasounds during pregnancy to sibling care during delivery, we take care of all the details so you can experience a more peaceful journey.

Hopefully, this gives you a sense of how a brand strategy influences a messaging strategy!